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Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Published by Universitas Brawijaya
ISSN : 2963329X     EISSN : 2963329X     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Publish all forms of quantitative and qualitative research articles and other scientific studies related to the field of Marketing Management and Consumer Behavior.
Arjuna Subject : Ilmu Pengambilan Keputusan (semua kategori) - Ilmu Manajemen dan Riset Operasi
Articles 385 Documents
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The Influence of Service Quality and Perceived Value on Customer Satisfaction Bachtiar, Azhar Ahmad; Isharina, Ikhtiara Kaideni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.02

Abstract

Purpose –  This study aims to examine the effects of service quality and perceived value on customer satisfaction among IB Net customers.    Design/methodology/approach –   This study employs a quantitative explanatory research design to analyze the relationships between service quality, perceived value, and customer satisfaction. The population consists of 63 active IB Net customers, which were selected using a saturated (census) sampling technique under a probability sampling approach. Data were collected and analyzed using multiple linear regression, t-test, and F-test, all performed using IBM SPSS Statistics version 26.   Findings – The results indicate that both service quality and perceived value have a positive and significant effect on customer satisfaction. These findings suggest that improvements in service delivery and perceived benefits are key determinants of customer satisfaction in internet service provision.   Originality/value – This study contributes to service marketing literature by examining the combined influence of service quality and perceived value on customer satisfaction in the context of internet service providers. The findings provide practical implications for IB Net in enhancing service performance and customer-perceived value to improve satisfaction and retention.  
Influencer, Price Discount, and Product Quality: Their Impact on Impulse Buying Behavior of Millennial and Gen Z Consumers Pratono, Febrina Kinanti; Prabandari, Sri Palupi
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.01.16

Abstract

Purpose – This study aims to determine the influence of influencers, price discounts, and product quality on impulse buying among Millennial and Generation Z TikTok Shop consumers in Malang City.    Design/methodology/approach –  This research uses a quantitative explanatory design. The sample consists of 150 respondents selected through non-probability purposive sampling from Millennial and Generation Z TikTok Shop users in Malang City who have made at least two transactions. Data were analyzed using IBM SPSS 26.0.   Findings – The results show that influencers have a positive contribution to impulse buying, price discounts positively influence impulse buying, and product quality also positively contributes to impulse buying behavior.   Originality/value – This study provides insight into the combined role of social influence, pricing strategy, and product quality in driving impulse buying behavior in short-video commerce platforms such as TikTok Shop.
Brand Experience and Brand Trust as Drivers of Customer Satisfaction in the Laundry Service Industry Rahman, Muhammad Azmi; Yulianti, Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.04

Abstract

Purpose –  This study aims to examine the direct effects of brand experience and brand trust on customer satisfaction at My Klin laundry service, within an increasingly competitive service industry that emphasizes consumer experience and trust.    Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among brand experience, brand trust, and customer satisfaction. Data were collected from 75 respondents aged at least 17 years who had used My Klin laundry services at least twice within the last six months, using a purposive sampling technique. The research instruments were tested using validity, reliability, and classical assumption tests. Data were analyzed using multiple linear regression and coefficient of determination tests, while hypothesis testing was conducted using the t-test. All analyses were performed using IBM SPSS Statistics version 25.   Findings –  The results indicate that brand experience has a partial positive and significant effect on customer satisfaction, while brand trust also has a positive and significant effect on customer satisfaction. These findings suggest that both experiential and trust-based brand factors play an important role in shaping customer satisfaction in the laundry service industry.   Originality/value – The originality of this study lies in its focus on the combined roles of brand experience and brand trust in influencing customer satisfaction within the laundry service sector, a context that has received limited academic attention. The findings provide new empirical insights that contribute to the broader literature on consumer satisfaction and service branding, particularly in small and service-based enterprises.
The Effects of Brand Equity on The Intention to Purchase the Products of Beadzyful Fauzy, Aulia Shabrina; Susilowati, Christin
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.15

Abstract

Purpose – This study aims to examine the effect of brand equity on purchase intention of Beadzyful products, focusing on the dimensions of brand awareness, perceived quality, and brand association.    Design/methodology/approach  – This study employs an explanatory research design using a quantitative approach to analyze the relationships between brand equity variables and purchase intention. Data were collected from 152 respondents using a non-probability sampling method with purposive sampling technique. The respondents completed a Likert-scale questionnaire, and the data were analyzed using IBM SPSS Statistics 26.   Findings – The results indicate that brand awareness, perceived quality, and brand association each have a positive influence on purchase intention. These findings suggest that stronger brand recognition, higher perceived product quality, and favorable brand associations contribute to increased consumer intention to purchase Beadzyful products.   Originality/value – This study contributes to brand equity literature by providing empirical evidence of how its key dimensions collectively influence purchase intention in the context of a small creative business. The findings offer practical implications for entrepreneurs in strengthening brand equity to enhance consumer buying interest.
The Effect of Digital Storytelling Marketing, Perceived Quality, And Social Influence on Purchase Decision for Hmns Brand Perfume Products Permatasari, Aisyah Devi; Aisjah, Siti
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.24

Abstract

Purpose –  This study aims to examine the effects of digital storytelling marketing, perceived quality, and social influence on the purchase decisions of Generation Z consumers in Malang City toward HMNS perfume products.    Design/methodology/approach – This study employs a quantitative explanatory research design to investigate the relationships among digital storytelling marketing, perceived quality, social influence, and purchase decision. Data were collected from 200 Generation Z respondents aged at least 18 years who reside in Malang City, have purchased HMNS products, and have been exposed to HMNS storytelling content. A non-probability sampling method with purposive sampling technique was applied. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests, as well as F-test and t-test procedures, using IBM SPSS.   Findings – The results indicate that digital storytelling marketing, perceived quality, and social influence each have a positive and significant effect on purchase decisions. These findings suggest that narrative-based marketing strategies, product quality perception, and peer influence play important roles in shaping Generation Z consumers’ purchasing behavior in the perfume industry.   Originality/value – This study contributes to digital marketing and consumer behavior literature by integrating storytelling marketing, perceived quality, and social influence as key determinants of purchase decisions in the fragrance industry. The findings provide practical implications for HMNS and similar brands in designing effective storytelling strategies to enhance consumer engagement and purchase intention.
Exploring the Appeal of Lils Beauty Studio: How Brand Exposure and Brand Experience Increase Brand Recall Saqi, Talila Rosiana Rachma; Yulianti , Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.23

Abstract

Purpose – This study aims to analyze the influence of brand exposure and brand experience on brand recall.     Design/methodology/approach – This study employs a quantitative research design using survey data collected through questionnaires distributed to respondents who are consumers that have received treatment services. The sample consisted of 110 respondents selected using a non-probability sampling technique. Data were analyzed using IBM SPSS Statistics 25.0.   Findings – The results indicate that both brand exposure and brand experience have a positive and significant effect on brand recall. These findings suggest that higher frequency of exposure to a brand and more positive consumer experiences contribute to stronger memory and recall of the brand.   Originality/value – This study contributes to branding literature by highlighting the combined roles of brand exposure and brand experience in strengthening brand recall. The findings provide practical implications for marketers in enhancing consumer memory retention through consistent exposure strategies and positive experiential marketing.
The Influence of Perceived Value, Brand Image and Celebrity Endorsement on Customer Loyalty of Local Futsal Shoes Aly, Baharuddin; Hapsari, Raditha Dwi Vata
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.13

Abstract

Purpose – This study aims to examine the influence of perceived value, brand image, and celebrity endorsement on customer loyalty toward local futsal shoe brands in Malang City.   Design/methodology/approach –  This study employs an explanatory research design to test the relationships among perceived value, brand image, celebrity endorsement, and customer loyalty. Data were collected from 100 respondents aged at least 18 years, both male and female, who reside in Malang City and have purchased or used local futsal shoe brands such as Specs, Ortuseight, and Mills. A non-probability sampling method with purposive sampling technique was applied. Primary data were obtained through a Likert-scale questionnaire and analyzed using multiple linear regression.   Findings – The results indicate that perceived value, brand image, and celebrity endorsement each have a positive and significant effect on customer loyalty. These findings suggest that higher perceived value, a strong brand image, and effective celebrity endorsements contribute to increased customer loyalty toward local futsal shoe brands.   Originality/value – This study contributes to consumer behavior and sports footwear marketing literature by integrating perceived value, brand image, and celebrity endorsement as determinants of customer loyalty in the context of local Indonesian futsal shoe brands. The findings provide practical implications for companies in enhancing product quality, strengthening brand identity, and optimizing endorsement strategies to retain customers and reduce brand switching.
The Effects of Café Atmosphere, Social Media Marketing, And Electronic Word of Mouth on The Purchase Decision at Nakoa Café Muhsyi, Ufairoh Aqilah; Ananto Basuki
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.22

Abstract

Purpose – This study aims to examine the influence of café atmosphere, social media marketing, and electronic word of mouth (e-WOM) on purchasing decisions at Nakoa Café in Malang City.   Design/methodology/approach – This study employs a quantitative explanatory research design. The population consists of student customers of Nakoa Café in Malang City. Using a non-probability sampling method with a purposive sampling technique, 200 respondents were selected. Data were collected through structured questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that café atmosphere, social media marketing, and e-WOM each have a positive and significant effect on purchasing decisions. These findings suggest that both physical environmental factors and digital communication strategies play an important role in shaping consumer decision-making in the café industry.   Originality/value – This study contributes to hospitality and digital marketing literature by integrating café atmosphere, social media marketing, and e-WOM as key determinants of purchasing decisions in a competitive café context. The findings provide practical insights for café managers in optimizing both in-store experience and online engagement strategies to enhance consumer purchase behavior.
The Effects of Promotion, Trust, Perceived Usefulness, And Perceived Ease of Use on Intention to Use Hersindu, Aloysius Ardeyno Wilsananda; Puspaningrum, Astrid
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.12

Abstract

Purpose –  This study aims to examine the effects of promotion, trust, perceived usefulness, and perceived ease of use on the intention to use ShopeePay among non-users in Malang City.   Design/methodology/approach –   This study employs a quantitative explanatory research design to analyze the causal relationships between promotion, trust, perceived usefulness, perceived ease of use, and intention to use. Data were collected from 200 respondents aged at least 17 years who reside in Malang City and had not previously used ShopeePay. A non-probability sampling method with purposive sampling technique was applied. The data were analyzed using multiple linear regression with IBM SPSS Statistics 27.0, supported by instrument testing, classical assumption tests, and hypothesis testing.   Findings – The results indicate that promotion, trust, and perceived ease of use have positive and significant effects on intention to use ShopeePay, while perceived usefulness does not have a significant effect. These findings suggest that external incentives, trust factors, and ease of system interaction play a more dominant role than perceived usefulness in shaping adoption intention among potential users.   Originality/value – This study contributes to the technology acceptance literature by examining non-users’ intention to adopt digital payment services in an emerging market context. It highlights the relative importance of promotional influence, trust, and usability over perceived usefulness in driving adoption intention for ShopeePay.
The Influence of Service Quality on Customer Loyalty Mediated by Customer Satisfaction Karo Karo, Gilberte; Yuniarinto, Agung
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.21

Abstract

Purpose – This study aims to examine the indirect effect of service quality on customer loyalty through customer satisfaction as a mediating variable at Inama Laundry.     Design/methodology/approach – This study employs a quantitative research design using a mediation analysis approach. The sample consists of at least 130 respondents, selected in accordance with the rule-of-thumb sample size criteria. Data were collected using structured questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0.   Findings – The results indicate that customer satisfaction has a positive and significant effect on customer loyalty. Service quality also has a positive and significant indirect effect on customer loyalty through customer satisfaction. Furthermore, customer satisfaction partially mediates the relationship between service quality and customer loyalty, indicating that service quality influences loyalty both directly and indirectly via satisfaction.   Originality/value  – This study contributes to service marketing literature by clarifying the mediating role of customer satisfaction in the relationship between service quality and customer loyalty in the laundry service industry. The findings provide practical implications for service providers in improving service quality to enhance customer satisfaction and strengthen long-term loyalty.

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